How to optimise the most important parts of your website
Want a website that can boost sales and take your business to new heights?
A well-optimised website is the key.
Managing your company website is similar to buying a car: missing a service will cost you in many ways but if you take the time to maintain it, it’ll run smoother for longer.
Search engines and social media platforms are constantly evolving. Each platform change influences the way that websites are assessed for performance and relevance to the various user groups. It means that simply having a website is not enough for modern-day business success.
To truly get the best out of your online platform and tap into new sales opportunities, you need to stay useful and relevant for your target audience. That’s exactly why we wrote this article — to help you get the most out of your existing website.
Design and User Experience
A visually appealing and user-friendly interface will attract visitors and keep them engaged. Remember that first-time visitors to your website will have different needs to returning visitors, so make it easy to navigate and try not to make too many changes in a short space of time.
Everything from colours, fonts, button sizes, padding, clickable surface area and layout can affect the user experience of your website. If you can match the look and feel to the visual experience of your social media profiles people will easily identify that they’re in the right place when they click through.
Search Engine Optimization (SEO)
If you want more people to find your website in search engine results pages (SERPs), your website needs to meet the criteria that search engines use to assess the quality and relevance of results they deliver to their users.
A well-executed SEO strategy involves a range of activities, like:
- Assigning keywords to pages
- Making sure all your metadata fields are populated, including H1 tags
- Using search engine compliance monitoring tools, like Google Search Console, to find SEO errors and misalignments, then fix them.
The key to succeeding at this is to understand your target audience, and how your ideal customer uses search engines to discover, learn about and purchase the kind of products and/or services you have to offer.
By striving to appear on the first page of search results, you will increase your chances of attracting relevant visitors who are actively searching for products or services like yours.
Creating high-quality and engaging content is a powerful way to establish your brand’s authority and attract customers. By providing valuable information, answering frequently asked questions or sharing industry insights, you can position yourself as an expert in your field.
This helps you build trust and credibility with your audience.
Website content includes website pages, blog posts, embedded images and videos, infographics, interactive forms and quizzes.
Social Media Integration
Your customers use social media in a very specific way.
Sometimes it’s to discover new things, like ideas and potential solutions to challenges they’re facing, in the moment. Other times, social media is a tool for learning new skills or meeting new people. It can even be used to make life more convenient, such as is the case with eCommerce integrations that let Facebook users shop your website catalogue without even leaving Facebook’s interface.
There is also the kind of social media integration that lets website visitors share your blogs through their preferred social media channels — another handy function that can help more people discover your products and services.
It’s the little things that help your website expand your company’s reach and potentially attract new customers. Augmentative social media engagement and promotion of your website allows you to foster a sense of community and build a loyal customer base.
Conversion Rate Optimization (CRO)
Before the CRO work begins…
Before you can optimise your website for conversions, you have to set up your website analytics system and decide what a conversion action actually is, in the context of your business. You might remember another article we wrote about this, or you can also speak to us to check that your conversion tracking is working as it should.
Examples of conversions would be:
- Making a purchase
- Signing up for a newsletter
- Filling out a contact form
What to do once conversion tracking is set up:
Optimising your website for conversions involves analysing visitor behaviour, before making strategic changes to encourage more conversions.
Analyse your click-through rates, bounce rates and, if you have an eCommerce website, the ratio of abandoned to completed carts. Plan and roll out experiments to continually improve the ratio of the right people taking the right actions once they land on your website.
If you’re stuck for optimisation ideas, you can consider small changes, such as adjusting the colour of a call-to-action button or simplifying your online store’s checkout process.
The smallest changes can have the most significant impact to your website.
By structuring your website’s content and layout towards your specific audience, leveraging effective SEO strategies and integrating social media platforms, you can maximise your website’s performance and attract new customers.
Remember, your website is not just a static online presence. It’s a powerful tool that, when optimised effectively, can take your business to new heights.
If you’re feeling overwhelmed or just don’t have the time to take care of your website regularly, reach out to us to learn about our website maintenance and SEO packages.